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Gen Z in South Africa: the generation redefining brand responsibility

Why purpose, inclusivity and support matter more than ever to South Africa’s young consumers.

Katia Pallini

04 April 2023

3 min read

This article explains how Gen Z in South Africa views brands, revealing why social impact, authenticity, inclusivity and support matter more than ever to the next generation of consumers.

Accounting for around one third of the global population, Generation Z — also known as Gen Z or Zoomers — refers to the young people born after Millennials, generally from the late 1990s to the early 2010s. They have grown up with smartphones, social media and rapid social change, shaping how they communicate, shop and engage with brands. With their collective disposable income expected to reach $33 trillion over the next decade, brands cannot afford to ignore this generation. But what shapes Gen Z, and what do they expect from brands?

Our research with 1,002 South African consumers (400 Gen Z, 201 Gen Y, 202 Gen X and 199 baby boomers) reveals a generation that expects more from brands. Gen Z wants companies to stand for something, contribute to society and help people navigate an increasingly complex world. They reward brands that align with their values and are willing to invest in those that create a positive impact.

Purpose matters, but action matters more

South African Gen Z expects brands to play a meaningful role in society. They value brands that reflect their values (78%), are authentic (75%) and embrace inclusivity (74%). More importantly, 83% believe brands should help people live a better life.These expectations don’t stop at attitudes. They shape purchasing decisions. Many South African Gen Z consumers are willing to pay more for brands that are black-owned, female-owned, inclusive, socially responsible and sustainable.

This generation is using its spending power to support the kind of future it wants to see. Brands are no longer judged solely on what they sell. They’re judged on the impact they create.

The demand for action is particularly striking. Seventy-one percent of South African Gen Z wants brands to give back to society. Compared with older generations, Gen Z is also more likely to expect brands to engage with social issues and contribute to conversations about change.

Brands that show up authentically can create genuine value. Maybelline New York’s #BraveTogether initiative, developed alongside leading South African non-profit organisations, aims to break down the stigma surrounding anxiety and depression by providing accessible support and resources, including counselling via WhatsApp.

Help them navigate uncertainty

Behind Gen Z’s confidence and activism sits another reality: many young South Africans are feeling the pressure.

Almost half (45%) report feeling stressed, often due to financial concerns (58%), education, employment (54%) or family circumstances (45%). Mental wellbeing is a particularly important issue, with Gen Z significantly more likely than older generations to identify it as a major source of stress.

But this is also a generation that is comfortable talking openly about mental health. Rather than hiding vulnerability, they are helping to normalise conversations that previous generations often avoided.

This creates an opportunity for brands. Gen Z is not looking for lectures or empty promises. They’re looking for brands that understand the realities of their lives and offer meaningful support.

The most successful brands will act as partners rather than teachers. They will create products, services and experiences that help people navigate uncertainty, express who they are and feel more connected to the world around them.

What brands should do next

South Africa’s Gen Z is reshaping expectations of business. They want brands to contribute to society, champion inclusivity and support people through everyday challenges.

For brands, the implication is clear: purpose needs to move beyond messaging and into action. This generation rewards companies that make a tangible difference and backs them with its spending power.

The brands that build lasting relationships with Gen Z won’t simply talk about change. They’ll help create it.

FAQ

What does Gen Z in South Africa expect from brands?

South African Gen Z expects brands to create a positive impact, stand for something meaningful and support causes that align with their values. Authenticity, inclusivity and social responsibility play an important role in building trust and loyalty with this generation.

Will Gen Z pay more for purpose-driven brands?

Yes. Our research found that many South African Gen Z consumers are willing to pay more for brands that embrace inclusive practices, operate sustainably and create a positive impact in society.

How does Gen Z make purchasing decisions?

Gen Z purchasing decisions are influenced by more than price and product quality. Values, brand authenticity, inclusivity, sustainability and social impact all play an important role in determining which brands they choose to support.

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